LONDON — Li Ning, China’s leading sports apparel-maker, is collaborating on a collection with up-and-coming designer Chen Peng that will debut at New York Fashion Week, part of a larger strategy aimed at giving the mass brand a more elevated, edgy appeal.
This is the second fashion collaboration this year for the athleticwear giant that was founded by the Olympic medalist of the same name. It was less than a month ago that Li Ning showcased its first fashion collaboration with Chinese men’s brand Pronounce during London Fashion Week Men’s.
For Li Ning, fashion associations mean business. Ever since the brand first presented its fashion collection in New York last January, it has met with a positive market response. Sales were up 17 percent in the first half of 2018.
The company’s market capitalization is at seven-year high and 67 percent larger than a year ago. The share price was 10.26 Hong Kong dollars, or $1.31, before the Hong Kong Stock Exchange closed for Chinese New Year on Feb. 4.
Feng Ye, general manager of Li Ning’s e-commerce unit, said the latest fashion collaboration falls under the newly launched division Counterflow, which focuses on streetwear and Chinese pop culture. “It has a more premium price
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